Case study link: https://www.hbs.edu/faculty/Pages/item.aspx?num=20033
Heineken is one of the top brands in the beer industry. Till 2007, Heineken, with its glocal strategy was doing quite well in terms of growth and market share. But after 2007, there was a sudden stagnation in growth for Heineken world-wide. The company is now in a dilemma as to whether it should continue with its glocal strategy.
Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. In this case study solution, Six hats has provided alternatives and strategic recommendations. Download the solution from the link below.